We will provide comments on the pros and cons of brand mascot logos.

 

Do you (really) need a brand mascot logo design?

We have all seen them. Brands that stand out with a well-designed mascot. A confident emblem of their business, they can be charming, reflect company values and anchor the brand to a business logo. However, a brand mascot should never be just a ‘nice thing’ to have.

It needs to mean something related to your business. Authenticity matters in logo design and having a brand mascot (such as our client DataYogi) must enhance and connect with your target audience, rather than become an afterthought.

Join us as we explore the world of brand mascots. From learning the origins of the term to highlighting five household brand designs, this article will help you decide whether you need a brand mascot or whether it is best to choose another logo family instead.

What does ‘mascot’ mean?

We all know the answer to the question ‘What is a mascot?’. You will probably be able to list several brand mascot examples that have stayed with you throughout your life. They can become bigger than the brand itself. But few know what the word ‘mascot’ means and where it originates.

However, The Free Dictionary tells us that ‘mascot’ originates from the French word mascotte. Meaning ‘mascot’ or ‘charm’, the term was first recorded in the English language in 1881. Likewise, French households would call anything that brought good luck a mascotte.

Over the years, this lucky charm meaning has also been used to describe the figurehead on a ship. With its more recent use extending to business, you can now see why many brands have selected a mascot logo.

5 Brand mascot examples

Brand mascot logo designs have to capture their viewer’s attention. Television adverts, online ads and packaging can help a business logo become familiar, tempting consumers to try their products. Here are five iconic brand mascot examples to stoke your imagination.

The Pringles face

First seen in 1968, this moustached face has become gradually simpler in design and has helped the brand stand the test of time. He is currenly seen with a bow tie that displays the word ‘Pringles’.

The Michelin man

Debuting in the 1930s, this endearing mascot (named Bibendum) has a rounded tyre-like form that relates to the tyre-making giant’s industry.

The Android robot

A more recent addition to the world of brand mascot designs, this friendly green character evokes trustworthiness and “Embodies readiness to assist as a vigilant guide through various tasks and processes” (Logos World).

Tony the tiger

The animated face of Kellogg’s Frosties brand, he became this business’ logo in 1952. He rocketed to fame when Kellogg’s Went To The Moon as the Apollo 11 astronauts’ breakfast cereal. He really is a “grrreat!” mascot logo.

The Starbucks siren

A two-tailed siren, she shines as the Starbucks brand mascot. A 2011 logo redesign removed the business name from their logo design, claiming to have an “iconic” green throughout their coffee shops and branding.

The success of Kellogg’s new campaign

While the above brand mascots are firmly established in branding and cultural history, there is always an opportunity to revamp a classic (as a recent Kellogg’s Cornflakes advert shows).

Cornelius the cockerel was created in 1958, but there is life in this mascot logo yet! Kellogg’s 2024 advert sees their beloved bird freed from his cereal box . He struts confidently down a busy city street in giant form. This advert shows that reinvention is key to connect with new audiences, with Creative Review highlighting its aim to “Appeal to young people who are surrounded by 3D characters, avatars and mascots”.

Watch the Kellogg’s Cornflakes Cockerel Advert from 2024 to see their mascot logo in action.

The advantages of having a brand mascot

People trust brands with mascots

This may sound a claim too far but Data Dab reveals that “Research shows that companies using mascots experience a 24% higher level of consumer engagement compared to those that don’t”.

They help your brand catch your audience’s attention

Similarly, a brand mascot can cement your brand in the public’s imagination. Starting a conversation among colleagues and friends who have seen your mascot logo in the press, online or elsewhere (such as business cards and vehicle wraps), they can entice consumers to test out your business.

While cartoon, human and animal mascots can appeal to all audiences, our branding advice is know your audience and its demographics.

They offer great storytelling potential

People have told stories for thousands of years. We love being swept up by a narrative and the world of branding is no different. Harness your brand mascot to tell your heritage, values and goals. They tell audiences why they should support your business.

Effective logo design also helps customers journey through your sales funnel.

The disadvantages of having a brand mascot

It must enhance your brand

Any mascot logo needs to enhance and not detract from your brand. This element of your branding needs to align with the types of customers or clients you hope to convert. For example, a cartoon or animal mascot may not be ideally suited to a legal or funeral firm hoping to project a professional image.

However, a childcare or sports club could convince viewers of their brand mascot logo to sign-up to their services with an animal character.

A brand mascot may cause controversy

Few would have expected the backlash centred on the 2012 London Olympic Games mascots. Both Wenlock (Summer Olympics) and Mandeville (Summer Paralympics) were discussed in a CNN Sports article with the headline ‘Olympic mascots: Cute or creepy?’. Meant to appeal to children and encourage them to participate in sports, it arguably had the opposite effect.

It must be a unique design

Looking unique matters and this is where a professional branding expert can save you from appearing like other logo designs. You may be inspired to emulate one of the successful brand mascots you recognise, but this could damage your business legally and cause confusion among potential customers/clients.

Our branding advice on brand mascot logos

Your brand logo should appear proudly across your printed and digital marketing assets. They help their company stand out from the crowd, so commissioning truly great logo design is essential. Don’t be tempted to request a brand mascot if it doesn’t enhance your brand.

However, award-winning design agencies like thefingerprint will guide you through the logo design process. Contact us or call James on +44 (0)7740 348 521 to start seeing new possibilities for your business.

 

If you are enjoying this article please read our blogs Trademarking a logo – how to and is it worth it?, 5 Logo design trends expected to be huge in 2024 or thefingerprint wins Design Agency of the Year for a third year!.